Atmospherics cost less to build than traditional theatres – which were differentiated from atmospheric theatres by being called “hard tops” in the United States, usually sporting an expensive central chandelier, a richly detailed plastered classical ceiling perhaps with gilded lines and accents, cherubs and caryatids adorning and supporting the balconies and boxes, and classical detailed murals. Atmospherics were most commonly Mediterranean or Spanish courtyards or garden settings, above which soared a cerulean or azure blue starlit sky, often with clouds drifting lazily past thanks to new technologies for the 1920s enabling the projection of moving cloud effects using light.īut the atmospheric theatre style wasn’t just about creating dazzling effects for the patron: atmospherics were also very much about the economics of running a theatre. Atmospheric theatres were typically asymmetrical and far more playful in their design. Learn more about historic theatres in the THS American Theatre Architecture Archives and on our website at historictheatres.The atmospheric theatre style eschewed the formal, box-like symmetrical designs of traditional theatre auditoria. Through its preservation of the collections in the American Theatre Architecture Archive, its signature publication Marquee™ and Conclave Theatre Tour, THS increases awareness, appreciation and scholarly study of America’s theatres. “Especially all those people who visited the theater and expressed their support and happiness when we stayed open.”ĪBOUT THEATRE HISTORICAL SOCIETY OF AMERICA: Founded by Ben Hall in 1969, the Theatre Historical Society of America (THS) celebrates, documents and promotes the architectural, cultural and social relevance of America’s historic theatres. “I’d love to thank that community,” Xiong said. Mai Xiong, general manager of the Metro 4 Cinema, said she was extremely excited about the changes at the theater and hopes everything turns out great for the theater and the community. “We’re hoping this not only saves the theater, but revitalizes peoples’ love for movies,” Sconce said. Walker considers the model “innovative” and “liberating,” and hopes it will turn into a movement with more and more theaters adopting this method. He said child rates are still being finalized. In Hanford, Sconce said the monthly membership will be $19.95 per month for one person or $34.95 for two people. “We love helping theaters with history that people care about and are willing to preserve,” Sconce said. Movie Heroes also helped a theater in Coalinga stay open. Not only did the system stabilize the Oakhurst theater, but sales have tripled, Walker said. With their first project, Walker said they essentially let the people in the town of Oakhurst decide if they wanted to save the theater, and they did. Walker said it was a combination of things that made them want to save theaters: first and foremost was a love for their hometown theater, but also their desire to help others. Customers can buy memberships for a month without having to renew every month. There’s also no monthly commitment, Walker said. “They won’t feel ripped-off,” Sconce said. “They no longer have that fear of not liking the movie they went to see,” Walker said. If customers don’t like a movie, they can simply walk out without feeling like they wasted their money. Walker likens the system to a “brick-and-mortar Netflix.” He said many customers have told him that the system takes the guesswork out of watching movies. For those not wanting a membership, ticket prices will be lower, Sconce said. 1, Sconce and Walker will officially take over ownership of the Metro 4 Cinema.Īlong with unlimited movies, the monthly membership will include discounts on food and drinks. Sconce said he found out about the Metro 4 from a friend, and rushed to Hanford the day before it was set to close to provide the solution to the theater’s problems. What could save the theater is a model from the company Movie Heroes, which asks customers to pay a monthly membership fee in order to watch an unlimited number of movies.įilmmaker Matt Sconce and his business partner, Keith Walker, used the exact same model to save their hometown movie theater in Oakhurst. From The Sentinel: Many residents were upset when news that the Metro 4 Cinema in downtown Hanford was going to close in July, but a large response from the community kept the theater’s doors open and now it seems there is a possibility the theater will stay open for good.
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